Browsing by Keyword "Concorrência local"

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When a local competitor (slightly) shakes up the global giant: a case on the soft drink market

Fachada, Joaquina Mimoso
2011-06-28

As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). ...